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I’ve been reading a lot of articles about predicting the social media and advertising trends for 2015. It’s important to read what experts are saying about the upcoming year so you can put yourself in a position to be ahead of the curve and catch a trend while it’s still hot.

There are two types of trends. There’s the type of trends that are hot on social media. These are the ones that are noted on Twitter and Facebook and gauge active interaction. They can help create a viral buzz for your business. But be careful, because these trends have a shelf life.

For some trending topics, being late to the party is okay. For instance, last year, the ALS Ice Bucket Challenge raised over 100 million dollars. It was a social media trend throughout the summer that raised money for a great cause. It was also perpetual, because a person would nominate three other people to take part. Trends like that, which are ongoing and serve a cause, are okay to be a part of, even if it's toward the tail end of their popularity.

But most social media trends aren’t as forgiving as that. You have a limited amount of time to act on social media trends. If you miss your window, it makes your attempt to fit in seem fake and forced.

The other type of trends are the ideas and movements that are going to drive the industry forward. Being up to date on these trends will put your business in a great position to be able and compete for visibility and consumers.

After reading predictions from folks who have their pulse on the industry, one thing is clear, customers are expecting businesses to be honest with them. I keep reading words like “authenticity,” “transparency,” and a general feeling of businesses being human.

Next year, expect more businesses to work on connecting with people. Creating content that consumers can relate to. Content that customers will want engage with, instead of just buying products. Content that shows them you are one of them - a consumer yourself, who happens to own a business.

Keeping up with the latest technology also seems to be a focus for next year. I know this might seem kind of a no-brainer, but, by keeping up with the latest tech, you’re staying connected to the latest trends. For example, how many people knew about Instagram’s video feature? Sure, you’ve been using it to take photos - but maybe some of those photos could have also been videos that you could have shared. After all, a third of all online activity is spent watching videos.

Which leads us to our next trend - communicating as one voice. Companies creating a journey for their customers through storytelling. Stories that will remain constant across all forms content sharing. And expect video and other visual storytelling will be a big part of the 2015 message.

The common thread throughout all of these thoughts and predictions is that companies, large and small, need to be able to connect to their audience. Connecting isn’t just thinking up the best pitch line anymore, it’s a connection that can be trusted. A connection that doesn’t feel manufactured. A connection that is more similar to having a conversation than pushing items.

Kind of like the good old days shown in a Norman Rockwell painting, except using digital media instead of sitting at a soda fountain.